Good SEO equals less traffic – The Keyword Blueprint

by on December 6, 2008

Good search engine optimisation should deliver to your bottom line. It should be completely trackable and seamlessly built into your site.

When you have selected your keywords, you need to create a map of your site listing where these keywords make sense. I would suggest breaking your keywords into groups, listing from ultra competitive to those a little more niche. Knowing where your keywords belong on-site is imperative to tracking their performance.

A keyword blueprint can be done at any stage during your SEO quest. But it makes great sense to do this during the site design. This way you can manipulative your URL structure to work in your competitive keywords (assuming your more niche keywords are more related to articles you will feature on site).

Formulate Keyword Blueprint

When I look to create a keyword blueprint, I start searching for keywords using a number of different tools. But for the sake of this article, we will continue with the Google Keyword tool and Google Insights as that was used in the first post. But I am changing my sample to creating a site all about christmas ideas all for the sake of selling products from a “Top 10 Christmas Gifts” section I have created (the keyword tool was a really bad example to use). Using both Insights and the Google Keyword tool I see “Christmas cards ideas” is a good keyword to use. It is increasing in traffic and has little PPC competition. I will also use “christmas decorations ideas” which is slightly more competitive. So now I start creating a keyword blueprint:

Keyword Volume
Relevance
Weight URL
christmas cards ideas 260 50% 130 www.christmas.com/cards-ideas
christmas decorations 880 50% 440 www.christmas.com/decorations-ideas

What I do is look at the “exact” volume and think how relevant is this search term to what I am trying to sell. If users are searching for cards or decorations ideas then they are currently thinking about christmas. So they may be interested in gifts. But they may also just be looking for information on just cards or decorations. So I assume 50% of them will bounce. This makes my traffic assumptions realistic. I use 0% / 50% or 100% in terms of relevance. The weight is the resulting numbers.

I then look to mapping this keywords across my sites. I create a page for the keyword with less volume “christmas cards ideas” and “christmas decorations ideas”

I have done this for huge sites and it is extremely useful. In many cases I look to put a good keyword on a couple of pages. The reason for this is to try and gain a double posting for that keyword, making the site look like an authority.

But of course you need to continually tweak the blueprint based on analytics data. This is key. Look to see what keywords are working and making sales. Scrap the ones not working, they are wasted space.

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